Fujifilm vs Sony:Which is more popular?
In September 2026, Sony had more branded searches than Fujifilm among camera brands in New Zealand. Sony had about 17,400 branded searches, while Fujifilm had 7,160. Sony made up 29.7% of all camera brand searches we track, and Fujifilm accounted for 12.2%. When we asked ChatGPT and Google AI Overviews about camera brands, Fujifilm and Sony each appeared in four of the five answers. Sony was mentioned before Fujifilm in every answer that named either.
Who do people search for more?
Sony, about 2 searches for every 1 for Fujifilm
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Sony, named ahead of Fujifilm in 4 of 4 answers
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Top camera brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Fujifilm and Sony were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Sony was listed before Fujifilm in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Canon5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Sony4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Fujifilm4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Nikon3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
OM System3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Panasonic Lumix2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
GoPro0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Insta3600 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about camera brands
5 answers
Asked ChatGPT
“Which camera brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best camera brands in New Zealand?”
Asked ChatGPT
“What's the best camera brand in New Zealand for a creator setup?”
Searched Google, AI Overview
“mirrorless camera nz”
Searched Google, AI Overview
“dslr camera nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Fujifilm or Sony more popular in search?
This chart shows how often people search Google for Fujifilm and Sony by name. Each line represents a brand's share of searches for all eight camera brands we track, month by month, from searches in New Zealand.
Share of searches by month for Sony, Fujifilm. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sony | GoPro | Insta360 | Canon | Fujifilm | Nikon | Panasonic Lumix | OM System |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 29% | 22.8% | 13.5% | 14.1% | 11.4% | 6.3% | 2% | 0.88% |
| Nov 2025 | 31.5% | 22.5% | 13.6% | 12.8% | 11.9% | 5.3% | 1.8% | 0.83% |
| Dec 2025 | 29.7% | 22.7% | 13.7% | 13.2% | 12.2% | 5.5% | 1.9% | 0.91% |
| Jan 2026 | 26.4% | 22.3% | 16.3% | 14.3% | 11.6% | 6.1% | 1.9% | 1.1% |
| Feb 2026 | 27.9% | 21.8% | 15.5% | 14.5% | 10.7% | 6.4% | 2.1% | 1.1% |
| Mar 2026 | 29% | 20.4% | 14.8% | 15% | 11.4% | 6.4% | 2.1% | 0.97% |
| Apr 2026 | 28.3% | 19.7% | 17.3% | 13.3% | 11.4% | 6.7% | 2.4% | 1% |
| May 2026 | 29.1% | 18.8% | 16.9% | 14.4% | 11.3% | 6.1% | 2.3% | 1% |
| Jun 2026 | 29.6% | 19.2% | 17.4% | 13.7% | 11.4% | 5.7% | 2% | 1.1% |
| Jul 2026 | 29.6% | 19% | 16.9% | 13.8% | 11.6% | 5.8% | 2.2% | 1.1% |
| Aug 2026 | 26.1% | 18.1% | 19.3% | 14.7% | 12.5% | 5.9% | 2.3% | 1% |
| Sep 2026 | 29.7% | 20.1% | 15.4% | 13.3% | 12.2% | 6.1% | 2.1% | 1.1% |
How has the Fujifilm and Sony comparison changed over the last 12 months?
3 findings
- Sony was ahead of Fujifilm in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Fujifilm’s share of searches among camera brands in New Zealand moved from 11.4% to 12.2%, and its estimated monthly branded searches moved from 6.1K to 7.2K.
- Across the 12 months ending September 2026, Sony’s share of searches among camera brands in New Zealand moved from 29% to 29.7%, and its estimated monthly branded searches moved from 15.6K to 17.4K.
How did search popularity change for New Zealand camera brands in September 2026?
2 changes
In September 2026, Sony gained share of searches among camera brands in New Zealand, from 26.1% to 29.7%.
Estimated monthly branded searches for Fujifilm in New Zealand rose 17.4% over 12 measured months, from 6.1K to 7.2K in September 2026.
How are branded searches counted?
15 search terms
Brandwave collects information about searches that people make online using Fujifilm’s and Sony’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among camera brands
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